RYAN F. LAURIN, [email protected] “I only read Twitter. That’s how I get my information. Websites? Nope. Magazines? Don’t even. Facebook? Never. Therefore I should only advertise using Twitter because no one else even uses those other things.” This is an extreme example. But in an industry with truly stellar minds driving technical advancements to propel the human race forward, we (Photonics Media) often hear similar things. Sometimes we get, “I read your magazine, but I don’t use your website, thus I’ve come to the conclusion that I will only advertise with your magazine to reach people like me.” However, print magazines and websites can be interchanged with pretty much any current media channel these days. And I’ve heard every combination. But one day, the individual in that extreme example above could realize that more outlets than Twitter exist, and that not everyone is seeking information in this same way or via the same avenues. On that day, this individual will realize that they sure missed a lot of people with a narrow marketing campaign. Photonics Media has the best, most comprehensive audience for you to reach, and it’s not hard to believe that readers have different preferences when it comes to what we offer. So when you’re trying to lay out your marketing game plan, remember that! Personal preference is exactly that — personal. But all of our goals are the same: to reach the most potential buyers and grow your business.